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New Survey Shows Impact of Gambling Advertising on Customers

Published

5 years ago

June 24, 2021

Reading Time: 3 minutes

The UK Gambling Commission (UKGC) has published its latest survey which reveals the impact of gambling advertising on customers. The survey included data from 6258 respondents.

Of the 4,566 respondents who had gambled in the past 12 months, 34% said that a post or media had prompted them to spend money on a gambling activity in that period.

Free bets or money to spend with a gambling company was the most likely to prompt a customer to engage in gambling, with 22% of gamblers reporting doing so.

Advertising on social media and TV had each prompted 15% of gamblers to gamble in the last 12 months. Direct marketing, sports sponsorships and newspaper advertising prompted 9%, 8% and 7%, respectively.

The Gambling Commission also asked those who had reported seeing gambling ads how, if at all, those ads had changed their gambling habits.

Of those respondents who had reported seeing traditional advertising from gambling companies – such as television or print ads – 52.8% said that the advertising had not changed the amount that they gambled.

Meanwhile, 13.0% said such ads prompted them to start gambling for the first time, while 16.3% said these traditional ads prompted them to increase the amount that they gamble.

A further 14.7% were prompted to restart gambling after taking a break from the activity because of these ads. Meanwhile, 10.1% said the ads prompted them to change what they gambled on or try a new form of gambling.

Free bets or money to spend with a gambling company was shown to be the most effective new customer acquisition method, as 25.9% of those who had gambled in the last 12 months and seen posts or advertising said that free bets prompted them to start gambling for the first time.

Free bets also led to 18.6% of viewers restarting gambling after taking a break.

Of the advertising methods examined, the Gambling Commission said free bets had the lowest rate of responses saying they had not changed the amount that respondents gambled, at just 35.2%.

Direct marketing via email, text message or push notification appeared to be more effective with existing or lapsed customers, however. It was cited by most respondents as prompting them to increase the amount they gambled, at 21.8%. It was also the method that prompted most people to restart gambling after taking a break, at 19.6%.

The figures also showed that 85% of those surveyed reported having seen any gambling advertising or sponsorship. In total, 83% reported having seen advertising and 78% having seen sponsorship.

These figures are down on 2019’s survey which showed 87% of people had seen advertisements or sponsorships, with 86% seeing advertisements and 82% sponsorships.

Television advertising was the most widely seen format for gambling advertising, with 76% of respondents reporting seeing this.

Gambling sponsorships on TV, radio or podcasts were the next most common format for people to see, at 67%. Other common places to see gambling advertising or sponsorships were on sports merchandise (60%), in sports venues (59%) and online outside social media (56%).

The least common reported place to see a gambling advertisement was via direct marketing, either by email, text message or push notification, which 37% of respondents reported seeing.

The data showed that young people are more likely to see gambling advertising online, with 77% of people aged 18 to 24 saying they had seen gambling ads online, compared to 55% of those 65 and over.

Of those surveyed, most (68%) said they use social media but don’t follow gambling operators or companies. Meanwhile, 17% said they do not use social media or streaming platforms, and 16% said they do follow or watch gambling companies.

Affiliates

PartnerMatrix teams with Broadway Platform to roll out Agent System to PAM clients

Published

50 minutes ago

June 29, 2026

Wladimir P.

partnermatrix-teams-with-broadway-platform-to-roll-out-agent-system-to-pam-clients

PartnerMatrix, part of the EveryMatrix Group, has signed an exclusive collaboration with Broadway Platform, a Player Account Management platform (PAM) developed by SPRIBE, to expand distribution of the PartnerMatrix Agent System. The agreement was announced Monday, June 29th, 2026, in Malta.

Under the deal, Broadway Platform will introduce the PartnerMatrix Agent System to its clients as a tool to manage and scale offline traffic operations alongside digital affiliate activity.

PartnerMatrix said the Agent System is designed to give operators visibility and control over agent performance, commission structures and player activity within a connected environment, supporting online and offline traffic management across multiple territories.

Vahe Khalatyan, Head of PartnerMatrix, said: “We are pleased to launch this collaboration with Broadway and expand the reach of our Agent System to a wider network of operators.
“Operators increasingly need stronger control across both online and offline acquisition channels, and this collaboration helps bring that capability to more partners globally.”

Giorgi Samkharadze, Director at Broadway Platform, said: “We’re constantly looking for ways to help our partners grow more efficiently across diverse markets. The PartnerMatrix Agent System offers operators a powerful framework for managing both affiliate and agent-driven acquisition within a single ecosystem.
“As our global footprint continues to expand, particularly across emerging markets where offline traffic remains highly influential, we see significant value in providing our partners with access to scalable solutions that support sustainable growth.”

The post PartnerMatrix teams with Broadway Platform to roll out Agent System to PAM clients appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

affiliate marketing

Intelitics adds generative AI visual reporting tool for iGaming marketers

Published

50 minutes ago

June 29, 2026

Wladimir P.

intelitics-adds-generative-ai-visual-reporting-tool-for-igaming-marketers

Intelitics has launched Actionable Intelligence, a generative AI reporting feature designed to let iGaming and sports betting marketing teams create custom data visualisations on demand using plain-language questions.

The company said the tool builds on Intelitics’ existing reporting stack used to track partner performance, campaign ROI and acquisition metrics. Instead of commissioning a new report or writing code, users can query the same dataset and receive a chart or visualisation in response.

Use cases cited by Intelitics include comparing partner performance by traffic source, drilling into individual campaigns, and breaking down player value by acquisition channel. Intelitics said the feature interprets iGaming and affiliate marketing terms including partners, offers, traffic sources, player value, acquisition channels, GGR and NGR, without requiring users to translate requests into SQL.

“The data our customers need to make better decisions has always been inside Intelitics,” said Allan Stone, founder and CEO of Intelitics. “Actionable Intelligence makes it accessible on their terms, with no technical skills required and no waiting for a report to be built. We designed it so that everyone on a marketing team, not just the analysts, can explore their data and act on what they find – and we built it to understand the way iGaming and affiliate marketers actually talk about their business, from partners and offers to GGR and NGR.”

On data governance, Intelitics said Actionable Intelligence runs within each customer’s Intelitics environment. The company stated that customer data is not pooled across accounts, shared with third parties, or used to train any model outside that environment, and that each visualisation is generated only from the customer’s own Intelitics data. The feature is available to Intelitics customers.

The post Intelitics adds generative AI visual reporting tool for iGaming marketers appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Brand Partnerships

Stake names UFC flyweight contender Tracy Cortez as global ambassador

Published

50 minutes ago

June 29, 2026

Wladimir P.

stake-names-ufc-flyweight-contender-tracy-cortez-as-global-ambassador

Stake has appointed UFC women’s flyweight contender Tracy Cortez as a global ambassador, with the partnership set to begin in June 2026.

The company said the deal adds Cortez—currently ranked No. 8 at women’s flyweight—to its growing group of UFC athletes and ambassadors. Stake also listed Alex Pereira, Max Holloway, Merab Dvalishvili, Caio Borralho and Alexandre Pantoja among its current UFC ambassadors.

Cortez holds a 12-3 record, according to Stake, and rose through Dana White’s Contender Series in 2019. The company also referenced an 11-fight win streak during her career.

Akhil Sarin, Chief Marketing Officer at Stake, said: “Tracy Cortez is a phenomenal athlete, who we’re really excited to be partnering with in this new ambassadorial role. She has proven herself to be a real contender in the UFC flyweight division already, and as she comes into her prime, Stake is proud to support her journey.

“Tracy’s personality and competitive spirit is something which aligns with our values at Stake – she’s fun, the fans love her, and we’re looking forward to bringing a valuable partnership to MMA fans.”

Stake ambassador Tracy Cortez added: “Partnering with Stake feels like the perfect fit for this chapter of my career. This is a brand at the cutting edge of sports and entertainment, and they value the same grit and authenticity that I bring to every fight.

“I’m ready to engage with my supporters in a whole new way and take this journey to the next level together.”

The post Stake names UFC flyweight contender Tracy Cortez as global ambassador appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.